Tag: Marketing

PPO’s and In House Membership Plans

PPO’s and in-house membership plans. As the dental insurance industry continually lowers your reimbursement, many are dropping PPO’s or being in network. Offering patients an alternative such as an in-house membership program will increase your reimbursement and lower your adjustments. Why does anyone work twice as hard; see twice as many patients just because they are in network and have to offset their revenue? However, before you drop your PPO’s, assess the patient demographics. How many patients are you in network with? Have you run an analysis on which ones are allowing a reasonable reimbursement and those that are not. Is your patient base comprised of numerous insurance plans that you could opt out of just a few? Does your Active Patient Base allow you to take this step without emptying your schedule? Do you have an in-house membership plan you can offer your patients? When setting up a membership plan, customize it to meet your patient base needs. If you opt to stay in network, have you renegotiated your fees? 95% of the dental practices I have worked with complain about their reimbursements (I’ve had practices adjusting up to$500,000!) but do nothing to change this. Make informed decisions. Work smarter not harder.  Fed up yet?  Let’s talk…..nancy@klassolutions.com

3 Marketing Trends For Your Cosmetic Practice in 2019

When it comes to marketing your cosmetic practice online, you want to be sure to stay up-to-date with your brand online and to make sure you aren’t last to follow popular trends. As 2018 comes to a close in less than a month, I thought I’d share a few trends that you might consider adapting for your practice in 2019.

3 Marketing Trends For Your Cosmetic Practice in 2019

1.) Analytics and Tracking

Knowing where you should be spending your marketing efforts will be crucial for you to grow and stay competitive in 2019. If you don’t have real time access to your performance and lead data, it’s hard to make accurate decisions. Many practices that I meet with complain that they don’t know how they are performing or how customers are finding their practice, and that is a problem. Lead tracking software has been available for some time now and there is no reason you shouldn’t be leveraging it in 2019.

With DoctorLogic’s Opportunities Software, you’ll not only see all of your leads in one place, but you’ll know where they are coming from. You can sort data by lead type (calls, web forms, or chats) and you can also sort by channel (organic, paid, referral, etc.). You also have the capability to export this data which makes it easy to combine with email marketing and so you can measure your ROI!

2.) Voice Search

With the advent of Voice Search and the improvement Artificial Intelligence (AI), the technology consumers have access to today makes it easier and easier to find information that they are looking for online. By 2020, Comscore predicts that 50% OF ALL SEARCH will be performed by voice! DoctorLogic has been helping customers get found for voice search for the last 2 years.  Learn more about what sets us apart here.

According to ForbesOptimizing For Voice Search Is More Important Than Ever!

3.) Website Design Trends – Video and Instagram

Using video with movement as part of the design in the home page has been growing over the last 3 years. New technology that became available in 2018 now allows the video to play on mobile devices. Before this technology came out, when the responsive site converted from desktop to either mobile or tablet, the video would change into a still banner. Now, the new technology has become available that video can play on mobile without sacrificing speed.

Related: What Google’s NEW “Speed Update” means for your healthcare practice!

Instagram has been rapidly growing in popularity in cosmetics. As a matter of fact, AdWeek is reported in June, that the social media platform hit a major milestone of over 1 Billion Users in June 2018. Read details here.

Due to the growth of Instagram, cosmetic doctors have been requesting LIVE Instagram feeds into the design of the website over the last year or so. See some of DoctorLogic’s newest design examples below that incorporate video and Instagram into the design.

Look Younger MD (Laser Center) – using Video in the homepage design

Vinyard Institute of Plastic Surgery (Plastic Surgeon) – using Video + Instagram

SmilesNY Cosmetic and Implant Dentistry (Cosmetic and Implant Dentist) – using Video + Instagram

I hope you enjoyed reading this post. If you did, please LIKE IT or SHARE IT. If you would like to become a trend-setter and you are interested in discussing either website development or online marketing for your cosmetic practice, feel free contact me anytime.

To your success!

John Vakidisemail-2056028_1920

Insurance Negotiation

Many #corporate #practices rely heavily on #managed #care to operate at a high capacity.  Many of these corporations have been able to negotiate higher #reimbursement rates allowing for a #fee advantage to the #solo #practices.  Contact us on our #Insurance Maximization Plan and see how your solo practice can get the same fees. 844-552-7100 or info@klassolutions.com

 

Business Cards 101

 5 Basic Design Tips for Killer Business Cards

Here’s the first thing you need to learn in Business Cards 101: You need them. The so-called freelance economy is on the rise, and with it, orders for business cards. As we can personally attest, the demand for business cards has grown in the past generation in step with the growth of small businesses. Recent studies on the humanizing and tactile aspect of print materials have been holding up, giving businesses of all sizes incentives to invest in them. Creative professionals have also pushed the boundaries of this humble medium beyond what was thought possible just a few generations ago, breathing excitement into the design of business cards.  

Here we compiled five tips for creating killer business cards for freelancers and small businesses, especially those that may have less knowledge about design. Creative professionals are free to chime in too. Check out the tips below and let us know what else should be added to this business cards 101 module in the comments below.

1.) Use color for emphasis.

You might not have a lot of space on your business cards, but you can certainly still say a lot if you use colors wisely. Colors are rich with symbolism and offer a way to communicate moods and ideas that simply aren’t possible with just black and white. If your competitors use plain old one-color business cards, having well-executed colors on yours can be a marked advantage. You can use colors to help your business cards stand out, or to highlight specific parts of your cards’ design, most likely your brand, contact info, or a call-to-action. Just be sure that any use of color is on-brand and well-considered. Using the wrong color combinations or colors inappropriate for your brand can have the opposite effect of repelling would-be customers.

2.) Design with a purpose.

This can be said about any print material used for promotions or marketing, but for business cards this is even more important. You don’t have a lot of space on most business cards, so you want to dedicate most of the real estate you do have toward the specific goal you have in mind for your design. Many business cards fail because they try to do a lot of things at once, and excel at none of them.

If your intent is to make your card a showcase for your brand, then it should be highly centered around that concept. If you want it to simply be something that contains your contact details, make sure that everything is clear and laid out well. When you want your card to have multiple goals, work with a designer who can help you meet all of them. Just understand that with such a limited space to work with, something has to give. This is why some customers order business cards with different designs, each design optimized for a specific purpose.

3.) Use appropriate images.

This is highly dependent on the context of where your business cards will be used. You don’t want to include images simply because you think they’re cute or attention-grabbing. Sometimes, it might be more appropriate to have no images at all. You won’t have a lot of space for images on a typical business card, so if you do choose to include any, you want to make them count. If you’re printing your logo, it’s best to use vectors or high-quality rasters to prevent fuzziness and pixelation.

4.) Don’t use clip art or obvious stock images.

It’s possible that a good designer can make either of those elements work. But however you cut it, you will always be left with a business card that has design elements other businesses have used. We know that stock images and clip art can save us a ton of time. But the end result is invariably a card that is not only generic, but often quite laughable as well. “Worst design” rundowns are rife with print materials that use stock images and clip art in hilarious ways. If your brand means anything at all to you, it is worth taking the time to build something unique. Something that anyone can identify as yours and yours alone.

5.) Know what a business card isn’t.

Business cards work best as a personal handout, not for simply building awareness or for closing a sale. They’re best used when you’re there to physically hand them out and explain a few things about your brand. Business cards are also great when you give them to people who have signaled interest, but aren’t necessarily ready to buy anything yet. They’re not necessarily the best choice if you want to build awareness with a large number of people at once. That would be better served by posters, billboards, and other mass-marketing tools. They’re not the thing you should be giving out for closing a sale either. In these cases, you might be better off giving a catalog or a brochure.

A business card isn’t a sales sheet, or a brochure. It’s not even a flyer. Sure, you can put basically whatever you want into the space you have, but you should ask yourself if that’s what you want to do. Your audience will have expectations when they receive a business card. Sure, it can be useful to surprise them with a unique card. But we should also understand the limits of the medium.

Welcome Nancy McNutt to KLAS Solutions!

Nancy McNutt
Sr. Analytical Coach and Speaker

Nancy’s extensive experience over the last 40 years in Unknownthe dental industry include team leader, management, treatment coordinator, recare facilitator, collections expert, marketing coordinator, lecturer, team trainer, analyzing the systems of a practice and as a buyers advocate. She offers workshops for your business team and managers.

With a strong focus on an administrative skillset combined with an NCCP Level II coaching certification she is a valuable resource for her clients.

Coupled with her extensive knowledge and experience, Nancy has written numerous articles, co-authored a book published in 2006 and continues to lecture across North America (USA & Canada) Bahamas and Bermuda. Once you ‘experience’ her presentations, you will understand her passion for dentistry.

As a strategic analytical coach, Nancy provides on-site comprehensive practice assessments by methodically uncovering areas of enhancement allowing her clients to maximize their potential in achieving their desired goals.

Nancy brings a spirit of optimism, energy and her enthusiasm for dentistry. Nancy is naturally motivated to be at her very best. This is evident by her drive and commitment to the clients she has the pleasure of working with. Since 1977 she has worked through the ever changing face of dentistry and is confident in her ability to uncover your practice potential. Speaking is her true passion which is evident at her presentations.!!

4+ Content Marketing Metrics You Simply Must Be Tracking

by Andy Beohar — Published in Marketing & Brands, On a Roll on Oct 18, 2016

One of the greatest benefits of marketing in the digital age is that you have a wealth of data at your fingertips to help you make smarter marketing decisions that bring in more leads and grow your business. Unfortunately, many marketers aren’t using this valuable data to improve their campaigns.

A survey on content marketing trends in North America found that only about 30% of content marketers find their current marketing efforts to be effective. Clearly, there’s a lot of room for improvement. With all the evidence showing how effective content marketing can be, what are these marketers doing wrong? Where’s the disconnect between the results you should be seeing and those you actually are?

The answer is simple: data.

To achieve your business marketing goals, it’s essential that you monitor content marketing metrics and make changes based on your findings. Data can be daunting with the number of metrics available, but it’s not impossible. Let’s chat about the top content marketing metrics you should monitor and how to make content decisions based on them.

1. Time Spent on Page

One of the best ways to determine if your visitors are spending time actually reading your content is to look at their browsing time. Rather than analyzing their total average site time, consider how much time visitors spend on individual content pages. This will give you a better idea of which content pieces or topics are most effective.

For example, if you estimate that the average read time for the majority of your content is three to five minutes, but visitors aren’t spending that much time on each page, you should revisit these individual pages to discover problem areas.

You may find that visitors spend more time with specific content pieces. If this is the case, revisit this content to figure out why it’s so effective and how you can replicate its success. You should also take a look at poor-performing content and look for areas that need to be improved.

Go beyond just examining the topics – consider titles, calls-to-action, visual content, and backing research or links. If you see a trend across all of your content that shows readers aren’t engaging as long as they should be, this could be a sign that the tone or style of your content doesn’t resonate well with your target audience.

When evaluating the tone and style of your content, you’ll need to be a bit harsh with yourself. This means that, sometimes, you’re going to have to kill your darlings. Take a step back and consider whether or not you’re producing content that appeals to your demographic. For instance, just because witty listicles work for Buzzfeed, that doesn’t mean you should use them to promote an accounting firm.

Start by evaluating content that performed well. Does your audience respond best to short videos? Long-form blog content? Images? Use your findings to plan your future content. Furthermore, if you can’t repurpose your low-performing content, get rid of it. Hanging onto fruitless content does nothing for you — in fact, it can actually harm your search value.

2. Percentage of Returning Visitors

The purpose of marketing content is to provide value to readers and establish and nurture customer relationships. If you achieve this purpose, people will return to your site. That’s why it’s helpful to monitor what percentage of your visitors are return visitors. The more value that your content provides, the more likely it is that they’ll return. If you notice a drop in return visitors, you should review your content to find out why they aren’t coming back.

returning visitors ga

If your content isn’t engaging, visitors will be less likely to return to your website. There are a number of factors that can contribute to this. One common issue is that the content doesn’t provide anything unique or interesting to the reader. Another problem could be that the types of content or topics just don’t resonate with your target audience.

To address this, you need to first make sure that you understand the wants and needs of your target audience. One way to do this is to create buyer personas from the real audience data you collect.

Examine the specific industries, locations, and interests of your followers. Take a look at the other brands and content they enjoy. Keep in mind that bigger audiences aren’t always better — if your spectrum is too wide, you’ll end up wasting time and resources on people who aren’t interested in your services. Reevaluate your target audience and make sure you’ve narrowed it down to fit only those who match your buyer personas.

3. Lead Generation

The majority of the content you produce is meant for people who are interacting with your brand for the first time. It’s designed to capture the attention of your target audience and drive them further down the sales funnel to more in-depth content. To improve your content marketing strategy, you need to monitor how effectively traffic converts into leads, and leads into customers.

Not all content will perform the same. Find out what’s performing well, and review it to see what works best. You can use your findings to produce more successful content in the future. If an article has very high conversion rates, find a way to repurpose it. As for content that doesn’t perform well, find ways to optimize it and improve conversion rates.

Here are a few tips for content that converts and nurtures leads:

Use emotion and instill urgency.

You want to make sure that your content sounds appealing. This is especially important when it comes to crafting titles. Instead of just writing a generic title like Marketing Tips for Facebook, use language that will inspire people to click your post. Try using emotive and magnetic words. Including numbers can also help because it conveys that your content is quick and easily digestible.

For example, let’s change that last title to 7 Can’t Miss Tips for Revolutionizing Your Facebook Posts. With this kind of title, people will be afraid not to click on your article for fear that they’ll miss out on some awesome information.

Be genuine.

People respond well to brands they can trust. If you only produce content that comes across as a blatant sales pitch, people will see through you. Make sure to provide something of value to your audience. That doesn’t mean it won’t still sell your product or service in the end.

For example, say you sell workout clothes. If you primarily write blog posts that brag about how great your yoga pants are, you’ll lack credibility, and people will be unlikely to convert. A better tactic would be to provide articles on related topics that your audience will find interesting, such as Top 10 Exercises For Killer Calves. Since it’s less biased, this sort of article is much more likely to be shared and bring new visitors and leads to your site.

Keep them interested.

Even after you’ve converted a visitor into a customer (yay!), you should take steps to make sure they come back. Develop a workflow to ensure that your brand stays top of mind.

Send new blog posts and e-books you’ve published to visitors who have opted-in, use remarketing ads to bring visitors back to your site for a related piece of content, try offering unique content just for those who subscribe to your newsletter.

4. Social Media Metrics

Promoting content is an important part of your content marketing strategy, and social media is one of the best ways to do it. By looking at certain social media metrics, you can gauge which topics are most interesting to your readers.

Here are some of the best social media metrics that can help you make more data-driven content marketing decisions:

Engagement – Which posts or updates are generating the most comments on your social media accounts? Which pieces of shared content are people interacting with the most? Measuring social media engagement will help you better understand which pieces of content resonate best with your audience.
engagement data

Shares – The more your posts are shared, the wider your reach. Look at the posts that are shared most often to gain insight into what types of content your audience finds compelling.

Reach – How big is your audience? How many people are seeing the updates that you post? This gives you a better idea of which social media platforms you should be targeting to promote different types of content.

Sentiment – Browse the comment sections of your more popular posts to consider how your fans and followers feel about and respond to this content. What are they saying? What emotions do they express? Don’t just look at the positive feedback. Negative reactions can also help you improve your subsequent content strategies.

neil patel comment

Not only do these social media metrics give you insight into which types of content your audience responds to, they can also help you better understand which social media platforms are best for sharing different types of content and which platforms you should be focusing your time on.

Get Measuring

Now that you know which metrics to pay attention to, you can review your data to see which areas of your content marketing have the potential for improvement. Reviewing metrics and adjusting your strategy is an ongoing process to continuously improve your content marketing, meet your goals, and grow your business.

Remember, it’s not enough to just look at the metrics and find out what works. You need to use this information to make data-backed decisions about your strategy.

Marketing Trends for 2016

With the New Year right around the corner, this is the time of year when small business owners and entrepreneurs should pause and look back at the year — as well as plan for the future ahead.

It’s hard to be 100% sure of the marketing trends to plan for in 2016, but we’ve gathered some likely predictions based on the trends seen in the latter half of 2015.

Now’s the time to start planning how you address these changes so you can be ahead of the curve.

Video, Video Everywhere

From product previews in the eCommerce world, to Google advertising — you can expect to see a lot more video in the coming year.

According to HubSpot, 50% of all mobile traffic is spent watching videos, and as many as 78% of people watch online videos every week. That being said, it’s a good idea to figure out how you can tie in this visual media in your online efforts, too — so you’re not missing out on this growing audience.

YouTube shows positive indicators of growth in video watching, too. With more than 1 billion users and about 6 billion hours of video watched per month, hungry audiences are consuming this media at an ever-growing pace. What’s more: Watch time on YouTube rose 60% in the second quarter of 2015.

Data Publishing

Now that content marketing is widely used, companies are realizing that they need a competitive edge to stand out from the noise. Releasing data and research is one way do to that — and to build up your link-building opportunities, too.

Think about all of the blogs you read that mention statistics. That data has to come from somewhere, right? Don’t you want to be the source of that powerful data that people keep linking to? Publishing research and studies means building your authority and credibility within your industry.

In 2016, the masters of content marketing will be the ones who conduct case studies and research — and then share their insightful findings.

Personalization and Customization

Thanks to tools that enable marketing automation (think Hubspot and other CRMs), more and more businesses are starting to focus on delivering personalized content — from email to shopping experiences.

This trend has already started growing quickly: 42% of CRM users plan to increase spending in marketing automation, according to Software Advice’s 2014 “Customer Relationship Management Software UserView” study.

Online marketers know that in the future, customers will come to expect fewer one-size-fits-all marketing messages and will search out companies that make them feel like their relationship with the business is more intimate. That means businesses have to start doing things like using customers’ first names in email messages and tailoring eCommerce product selections based on a shopper’s preferences.

More Mobile Browsing, Less Desktop

In mid-2014, the number of mobile users passed the number of desktop users for the first time in history, according to ComScore. And paired with Google’s news about penalizing non-mobile friendly websites — it’s clear now is the time to make being mobile-friendly a top priority.

Looking ahead, it’s important to address everything from your website to email marketing templates to ensure your efforts aren’t going to waste — you need to accommodate your mobile audience.

If your online resources aren’t displaying correctly on mobile devices in 2016, you’re going to lose revenue — plain and simple.

Email Remains King

And finally, it’s important to note that one marketing trend is here to stay in 2016 — it’s email marketing. While efforts on different social media platforms sometimes tend to fizzle over time, small business owners know that without their ever-growing email lists, they’d be in trouble.

As one of the highest ROI-producing tools, Campaign Monitor estimates that for every $1 spent, email produces $38 in ROI. And as brands take advantage of advanced segmentation of email address lists and send more triggered emails that automatically go out to customers who complete a specific action, this resource is becoming more dynamic and valuable than ever before.

Marketing Trends to Watch for in 2016: Be Prepared

Set aside some time over the next few weeks to really think about how you’ll tackle the changes that are coming in 2016 — and on how you’ll leverage tools that are already serving your business well.